Impressions to Conversions: How eCommerce Brands Can Increase Online Sales

May 19, 2023

If you work in eCommerce, you know the competition for sales has never been fiercer. 

With so many options available, how can you make your brand stand out and increase online sales? One way is by using eCommerce videos on your site.

Think about the last time you made an online purchase. Did you watch a video about the product first? If you’re like most online shoppers, the answer is yes. 

Consumer behaviour has shifted significantly to watching videos. As a result, video has become an integral part of the online shopping experience. In fact, 89% of people say watching a video has convinced them to buy a product or service. 

But not just any video will convert a shopper into a buyer. eCommerce brands looking to increase online sales need trustworthy videos on their sites to turn impressions into conversions.

89% of people say watching a video has convinced them to buy a product or service.

What is Trustworthy Video?

Trustworthy video is video content that feels like it’s coming from a real person and not a marketing team.

A perfect example of trustworthy videos is customer videos like video reviews and video FAQs. They are unpolished, real and maybe even a little messy. But that’s why they’re so effective – they’re trustworthy. 

Here’s an example:

Customer video reviews are so successful at getting shoppers to buy because they resonate with online audiences and build emotional connections. More so than text reviews or sponsored posts.

With trustworthy videos, eCommerce businesses will drive more sales, faster.

Here are 5 Ways eCommerce Brands Can Increase Online Sales:

5 ways eCommerce brands can increase online sales - enhance PDP with customer videos, create emotional connections with shoppers, build social proof with video reviews, support customers faster with video FAQ, and track performance through video analytics

1. Enhance Product Detail Pages (PDP) With Customer Videos

In today’s digital world, shoppers are looking for quick, engaging and relevant information they can trust. Yet, most eCommerce brands haven’t updated their PDPs in years. Instead, they still use static images and text to entice shoppers to buy. Not surprisingly, it doesn’t resonate the way it once did. 

This is where the power of customer video comes in. Enhancing product pages with engaging customer videos creates a more appealing and trustworthy shopping experience than static text. Customer videos deliver the type of info shoppers can use to help them decide to buy. Leading eComm brands to sell more faster. 

2. Create Emotional Connections With Shoppers

Video storytelling is an incredibly powerful tool in the world of eCommerce. Producing videos that tell real customer stories can help create emotional connections with shoppers beyond just a transaction. And emotional connections can be a key factor in driving online sales. 

When shoppers resonate with a brand or product, they’re more like to buy and buy again. In other words, building emotional connections is a powerful way eCommerce brands can increase online sales. 

3. Use Video Reviews to Build Social Proof & Trust

There’s nothing more influential than genuine reviews from people who’ve purchased or used a product. In fact, 88.5% of consumers trust real customer reviews over branded messages or sponsored influencer posts, meaning social proof is gold. 

Video reviews let real customers share their experiences authentically. And are more engaging than text-based reviews, allowing shoppers to see and hear genuine excitement for the product. This helps build trust and credibility for your business, ultimately making shoppers more inclined to buy. 

4. Use Video FAQs to Support Customers Faster

A common barrier when online shopping is needing more information before purchasing. When shopping in-store, asking a sales associate for help is easily accessible and speeds up decision-making. Online, this experience is different. In most cases, shoppers abandon carts until they get the info they need to buy confidently. 

Customer videos like video FAQs are a strategy eCommerce brands can use to support customers faster and increase online sales. Video FAQs eliminate any barriers to buying by answering real-time customer questions and making them available online. So, shoppers have the info they need to make purchases faster. 

5. Dive Deep Into Video Analytics to Track Performance

You need to measure performance to unlock the full potential of customer videos and increase online sales. Tracking essential video analytics such as CTA engagement and scroll into view can help you understand your audience better. Then, identify areas for improvement to optimize your videos for maximum impact.

Additionally, video analytics can help you identify trends and make data-driven decisions about your video strategy. For example, maybe shoppers search for videos about specific products or ask questions you haven’t answered yet. By closely monitoring these trends, you can improve the effectiveness of your videos and drive more sales for your eCommerce brand.

Start Turning Impressions into Conversions

eCommerce brands need to set themselves apart to drive conversions. Customer videos like video reviews and video FAQs are powerful tools that build trust with online shoppers. Getting them to take the next step and buy. 

Using customer videos on eCommerce sites will transform static PDPs into dynamic video experiences that resonate with shoppers. The key is finding the right technology partner to do the heavy lifting. 

StoryTap is an end-to-end video platform that automates customer-powered videos, helping eCommerce brands sell more faster. With patented video technology, you can produce thousands of customer videos that drive online sales for your business.

Using our plug-and-play video solution, you can automate product pages with video reviews, video carousels and video FAQs featuring:

  • No web integrations
  • Zero page slowdown
  • Automated & brand-led videos 
  • Ownership of video rights
  • Advanced video intelligence

Chat with us today and learn how video technology can help your business sell more. 

For more information about eCommerce and video, download The 2023 Future of Retail & Video report.